Will Chrysler Be Renamed?

AUBURN HILLS, Michigan — Chrysler is arguably one of the best-known American brands, right up there with Coca-Cola and Kleenex. But it is unclear whether the Chrysler name will survive the new Chrysler/Fiat alliance.

"There hasn't been any thoughts or discussions," said now outgoing Chrysler Chairman and CEO Robert L. Nardelli during a Thursday press conference. "Let's keep using Chrysler for now."

Nardelli added: "We haven't given it a lot of thought from the standpoint of a new consolidated name. The plan would be to retain (Chrysler). It has tremendous brand loyalty and equity. Chrysler is a very appropriate name."

In a lengthy statement issued Thursday by Sergio Marchionne, CEO of the Fiat Group, the new entity was referred to several times as "NewCo" in a bizarre shorthand.

The Chrysler name has been a part of U.S. industry since 1925, when the automaker was founded by Walter Percy Chrysler.

Inside Line says: Fi-ler. Chrys-Iat. Hmm. Nothing has just the right ring. — Anita Lienert, Correspondent